Post-hegemonic multidimensional analysis of anti-ideologies in Jollibee YouTube advertisements

Abstract

The paper examined and identified the affective and neoliberal anti-ideologies embedded and shaped in the narratives of selected Jollibee Christmas and Valentine YouTube advertisements released from 2016 to 2021 using the quad-stratal conceptualization of multi-dimensional analysis adapted from Halliday (1978) and post-hegemonic theory as lens. In this study, the Jollibee ads are perceived as a conduit of post-hegemonic messages and anti-ideologies that shape power in a neoliberal society. The analysis revealed that influential companies like Jollibee utilize post-hegemonic anti-ideologies through familiar, normative slice-of-life narratives and affective form and content that “tug at consumer heartstrings” to promote their brand and products. Through their mediated advertising contents, Jollibee Food Corporation achieves social ubiquity and invisibility, as characteristic of neoliberal anti-ideology and post-hegemonic power. Beyond coercion and propaganda, post-hegemonic advertising such as the Jollibee YouTube commercials dilute class conflict and instead wages a covert “war of position” hidden in the veneer of affect and normativity.

Keywords:

• Hegemonic ideologies
• post-hegemonic ideologies
• Jollibee YouTube advertisements
• quad-stratal conceptualization of multi-dimensional analysis

Disclosure statement

In accordance with Taylor & Francis policy and my ethical obligation as a researcher, Both authors have received funding from Far Eastern University, Manila Philippines corresponding to 3-units teaching load for one semester. Both authors are not in any way affiliated with Jollibee Food Corporations and Jollibee Studios which are the producers of the videos which were used as datasets for this research. The companies may be affected by the research reported in the enclosed paper. We have disclosed this interest fully to Taylor & Francis.

Data availability statement

The authors confirm that the data supporting the findings of the study are publicly available within the article and in Harvard Dataverse https://doi.org/10.7910/DVN/QV7O06.

Additional information

Notes on contributors

Aisa P. Arlos

Aisa P. Arlos is the director of the University Research Center and a faculty member of the Graduate Studies Department of the Institute of Education of Far Eastern University where she also obtained her Ed.D. in Language and Literature Education. Her interest in research is in language, literature, and pedagogy.

Ma. Rosa Cer D. Bragais

Ma. Rosa Cer D. Bragais is a fulltime faculty member of the Far Eastern University Institute of Arts and Sciences – Department of Communication who earned her degree Master in Communication from the Polytechnic University of the Philippines. Her interest in research includes media studies, particularly in sociology of media, cultural studies, and political economy of mass media.